Sales of asparagus are soaring, thanks to the endorsement of the TV celebrity chef Jamie Oliver, according to the Independent newspaper.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more


Asparagus sales in supermarket Sainsbury has risen by 290% following television adverts by Oliver, who signed a new £1m (US$1.83m) deal with Sainsbury in April.


Pack sales have risen from 700,000 to 1.4m. “Our asparagus [is] flying off the shelves,” said Sainsbury’s trading manager John Maylam. Rivals have also benefited from Oliver’s endorsement – a phenomenon witnessed when Delia Smith plugged Maldon Sea Salt and cranberries in her cookbooks.

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now